This is a subscriber-only article. Join Entrepreneur+ today for access

Learn More

Already have an account?

Sign in
Entrepreneur Plus - Short White
For Subscribers

70% of Consumers Say They'll Buy 'Green' Products, but Only 5% Actually Do. That's Due to a Common Marketing Mistake By Eco-Friendly Brands. You have to remember how consumers really make buying decisions.

By Jason Feifer

Key Takeaways

  • Although consumers say they want green products, they don't respond well to traditional eco-friendly messages.
  • Many companies are so focused on the 'greenness' of the product that they overlook the marketing fundamentals.

This story appears in the September 2023 issue of Entrepreneur. Subscribe »

Eco-friendly products have a problem.

Consumers say they want sustainable products; surveys show that up to 70% are willing to buy them. But only 1% to 5% actually buy them — a serious disconnect.

What's the solution? "That's where marketing comes in," says Edwin Stafford, a Utah State University marketing professor who's studied the sustainability issue for more than two decades.

Editor's Pick

Related Topics

Starting a Business

This College Student Was Tired of Working In Bars Until 4 am. So He Started a Car Detailing Side Hustle — Earning $7,000 a Month

Jack TerHaar, a University of Georgia senior, is polishing profits with Detail Dawgs, a mobile detailing service in Athens.

Business News

Bank Accidentally Deposits $86 Million Into Woman's Account, Freezes Her Assets

The incident occurred at the Malaysian bank, Maybank.

Marketing

Why Every Entrepreneur Should Consider Starting a Podcast

This article sheds light on the power of podcasts, particularly for entrepreneurs, outlining steps to launch a successful podcast.

Science & Technology

3 Reasons Why Web3 Will Flip Digital Ownership On Its Head

Here are the three things that Web3 could completely change about digital ownership.

Business News

She Lost Her Job as a Disinformation Scholar at Harvard — and Claims Facebook May Have Had Something to Do With It

Dr. Joan Donovan alleges Harvard stopped her research after receiving donations from the Chan Zuckerberg Initiative. Harvard denies the claim.